Strongbow Pioneers Inclusive Packaging with NaviLens for Visually Impaired
Strongbow, the UK's leading cider brand, has taken a significant step towards inclusivity by integrating NaviLens codes into its sparkling wine packaging. This move, in collaboration with Freixenet, signals a shift in brand strategy, focusing on usability as brand equity.
The NaviLens codes serve as a digital interface on the physical packaging, enabling blind and visually impaired individuals to scan and access product information such as ingredients, alcohol content, and responsible drinking guidelines. This initiative is a result of Strongbow's partnership with Purple Goat, the world's first disability-focused marketing agency, and input from visually impaired creators.
Dom Hyams of Purple Goat emphasised the importance of understanding all customers' needs, including those with disabilities, for true brand strength. Rachel Holms, Strongbow's cider brand director, confirmed that the brand's approach went beyond adding a QR code, focusing on meaningful input from blind and visually impaired creators. NaviLens was first encountered by the author in the New York City subway system, demonstrating the potential of inclusive design in various contexts.
Strongbow's decision to integrate NaviLens codes sets a precedent for other FMCG brands, shifting accessibility from a novelty to a norm in the drinks aisle. By extending the role of design beyond aesthetics and into empowerment, Strongbow has made its packaging a tool for participation, fostering brand loyalty and belonging.
Read also:
- Reporter of Silenced Torment or Individual Recording Suppressed Agony
- Home Compostable Label Partnership for Fresh Produce: Coveris Teams Up with TIPA
- Nike Expands into Metaverse with .SWOOSH Platform and #YourForce1 Competition
- "Review of 'Swiped': A Shallow, Polished Narrative Tracing the Short Decline and Relentless Ascension of a Pioneering Female Entrepreneur"
